Simplifying e-Discovery: A Continuing Trend

In an effort to reflect the feeling of the market that discovery has become too complex and overwhelming, AlphaLit successfully captured the essence of what modern e-discovery could and should be. “Looking back on successfully delivering thousands of e-discovery projects, one thing is apparent, this business will never be easy,” says Dale Drury, founder of AlphaLit. “The trick is to make it as easy as possible for our clients and our employees,” he adds.

That premise was a prominent topic of discussion throughout the show, with numerous programs focusing on the variety of ways that technology is advancing, yet simplifying the entire industry.

One Company, Multiple Products

Aderant, on the other hand, was not necessarily promoting simplification in its approach. Its branding reflected unification, given it its 2011 acquisitions of Compulaw, Client Profiles and Rainmaker, among others. “The new Aderant is one company with multiple products and a high focus on value to our clients,” says Jim Hammond, Aderant's vice president for global marketing. That mission was apparent from the company's marketing strategy at the show, featuring distinct areas for the different offerings seamlessly integrated by a maroon and white color scheme that artfully advised attendees that they were all part of a single unit. “The new Aderant is a very special business in that we now have a much wider footprint into the legal market space,” adds Hammond.

Enthusiastic Expansion

In addition to Aderant, a number of companies showcased that wider footprint during this year's trade show. While Clearwell Systems, for example, maintained much of its individual branding, its signage uniformly emphasized that it was “now a part of Symantec,” referencing the well-regarded $390 million acquisition last spring. 2012 is likely to continue that consolidation trend as there is often a benefit to the client base of both organizations and a resulting acceleration in technology development. “Symantec and Clearwell have long been complementary vendors for archiving and e-discovery, and the feedback from customers has been that this is a 'perfect marriage' if you will between best of breed technologies,” says Trevor Daughney, director of product marketing at Symantec.

Partnerships Proliferate

There were also many indications of partnerships, particularly with kCura. Renew Data, for example, introduced DART, its “defensible auditable review tagger,” which its branding specifically indicated is “integrated with kCura's Relativity platform.”

The clever use of the dartboard imagery reflected another key theme at the show, which was the focus on finding data more efficiently with tools that work at an optimal level of effectiveness. The DART signage highlighted the terms “consistent,” “accelerated” and “reusable,” among others. Those messages also resonated throughout the show.

A New Era of Reinvention

Another key point focused on reinvention. Kroll Ontrack presented its “Re-discover e-discovery” campaign highlighting a drive toward gaining control of data, partnering with experts and streamlining processes.

iCONECT echoed the topic of renewal by proclaiming “The Next Era of eDiscovery” with its new Xera review platform, which its branding claimed is “highly simplified,” “intelligently designed,” and “easy to navigate.” It declared an end to inefficient drop down menus and basic keyword searching in favor of a more accurate and “elegant” e-discovery platform.

The Recovery Portrait

Many of these organizations captured the key themes of the conference in their graphics and keywords. AlphaLit's new color palate showcased the breadth of the experience that it leverages to provide value and results, while RenewData's “dart” imagery conveyed accuracy and efficiency, as well as its collaborative approach.

Also, just as Aderant's branding was effective in demonstrating a unified organization with a singular color scheme, Kroll Ontrack successfuly communicated its ability to provide expertise and an institutional level of trust. And, iCONECT's bold proclamation of a new age of discovery seemed to summarize the mood of recovery and progress.

Wrapping Up

More than those in the past few years, Legal Tech NY 2012 highlighted an apparent shift in the mood, not just in the conversations and presentations, but also in the messages that exhibitors displayed. They seemed to respond directly to the key struggles that clients face on a regular basis and offered appropriate solutions.

There were a number of themes in legal technology that I first observed at Legal Tech New York 2012 that I see continuing to grow. A host of new visual messages emerged to collectively announce a new era of legal technology, ranging from simplification and unification to reinvention and collaboration.

e-Discovery Made Easy

AlphaLit introduced its “Discovery Made Easy” campaign at Legal Tech with an attractive color scheme and tri-part messaging that highlighted its “proven,” “efficient” and “defensible” hallmarks. In terms of its differentiating characteristics, the company's redesigned website touts “incomparable customer service, innovative technology and flexible yet defensible solutions.”

In an effort to reflect the feeling of the market that discovery has become too complex and overwhelming, AlphaLit successfully captured the essence of what modern e-discovery could and should be. “Looking back on successfully delivering thousands of e-discovery projects, one thing is apparent, this business will never be easy,” says Dale Drury, founder of AlphaLit. “The trick is to make it as easy as possible for our clients and our employees,” he adds.

That premise was a prominent topic of discussion throughout the show, with numerous programs focusing on the variety of ways that technology is advancing, yet simplifying the entire industry.

One Company, Multiple Products

Aderant, on the other hand, was not necessarily promoting simplification in its approach. Its branding reflected unification, given it its 2011 acquisitions of Compulaw, Client Profiles and Rainmaker, among others. “The new Aderant is one company with multiple products and a high focus on value to our clients,” says Jim Hammond, Aderant's vice president for global marketing. That mission was apparent from the company's marketing strategy at the show, featuring distinct areas for the different offerings seamlessly integrated by a maroon and white color scheme that artfully advised attendees that they were all part of a single unit. “The new Aderant is a very special business in that we now have a much wider footprint into the legal market space,” adds Hammond.

Enthusiastic Expansion

In addition to Aderant, a number of companies showcased that wider footprint during this year's trade show. While Clearwell Systems, for example, maintained much of its individual branding, its signage uniformly emphasized that it was “now a part of Symantec,” referencing the well-regarded $390 million acquisition last spring. 2012 is likely to continue that consolidation trend as there is often a benefit to the client base of both organizations and a resulting acceleration in technology development. “Symantec and Clearwell have long been complementary vendors for archiving and e-discovery, and the feedback from customers has been that this is a 'perfect marriage' if you will between best of breed technologies,” says Trevor Daughney, director of product marketing at Symantec.

Partnerships Proliferate

There were also many indications of partnerships, particularly with kCura. Renew Data, for example, introduced DART, its “defensible auditable review tagger,” which its branding specifically indicated is “integrated with kCura's Relativity platform.”

The clever use of the dartboard imagery reflected another key theme at the show, which was the focus on finding data more efficiently with tools that work at an optimal level of effectiveness. The DART signage highlighted the terms “consistent,” “accelerated” and “reusable,” among others. Those messages also resonated throughout the show.

A New Era of Reinvention

Another key point focused on reinvention. Kroll Ontrack presented its “Re-discover e-discovery” campaign highlighting a drive toward gaining control of data, partnering with experts and streamlining processes.

iCONECT echoed the topic of renewal by proclaiming “The Next Era of eDiscovery” with its new Xera review platform, which its branding claimed is “highly simplified,” “intelligently designed,” and “easy to navigate.” It declared an end to inefficient drop down menus and basic keyword searching in favor of a more accurate and “elegant” e-discovery platform.

The Recovery Portrait

Many of these organizations captured the key themes of the conference in their graphics and keywords. AlphaLit's new color palate showcased the breadth of the experience that it leverages to provide value and results, while RenewData's “dart” imagery conveyed accuracy and efficiency, as well as its collaborative approach.

Also, just as Aderant's branding was effective in demonstrating a unified organization with a singular color scheme, Kroll Ontrack successfuly communicated its ability to provide expertise and an institutional level of trust. And, iCONECT's bold proclamation of a new age of discovery seemed to summarize the mood of recovery and progress.

Wrapping Up

More than those in the past few years, Legal Tech NY 2012 highlighted an apparent shift in the mood, not just in the conversations and presentations, but also in the messages that exhibitors displayed. They seemed to respond directly to the key struggles that clients face on a regular basis and offered appropriate solutions.